Chen Hexian Hezhuang Beijing stores are all closed： only 20% of the national stores are left in their peak period.

Celebrity restaurants can’t escape the spell of "short life" again. Beijing Business Daily reporters visited and found that Xianhezhuang Luwei Hotpot, founded by artist Chen He, has all closed in Beijing.

This is also the reappearance of a city store contraction after the franchisee’s rights protection and Chen He’s withdrawal from shareholders. It is understood that when Xianhezhuang opened its first store in Beijing, Chen He brought many star artists to the "platform" and instantly became a restaurant on the Internet celebrity clock in Beijing. Then the store blossomed everywhere through franchise expansion.

At present, there are 238 existing stores in Xianhezhuang across the country, 215 of which are open, of which 23 are suspended, and the stores are mainly distributed in third- and fourth-tier cities. Compared with the peak, the current number of stores is only about 20%.

The sound of "short-lived" star stores has been constant, often exposing the shortcomings of operation and management after fading the star’s halo. From the perspective of the long-term development of the brand, the halo effect of the star cannot make catering operators once and for all, and managing the brand is the long-term way.